Leveraging seasonal sales for e-commerce

Leveraging Seasonal sales

In the fast-paced world of e-commerce, there are specific milestones that inject periods of significant excitement and activity. Seasonal sales events such as End of Year Financial Sales (EOFY) and End of Year sales are a prime example. These sales events drive significant revenue for businesses, but they also demand careful planning and a well-thought-out strategy.

On average, 5.5 million households made an online purchase each month in Q4 (April – July) 2023, up 3.9% from last year.

This year’s EOFY sales period grew 4.3% compared to last year, and June recorded an increase of 350,000 households shopping online, compared to June last year.

These statistics highlight the importance of seasonal sales events in driving solid revenue growth, expanding brand visibility, and attracting a new customer base. But these opportunities come with their challenges. Given the major implications and potential stakes of EOFY and End of Year sales, e-commerce businesses must employ comprehensive and sturdy strategies, with enough flexibility to adapt to the ever-changing dynamics of the market.

The Importance of End of Year and Seasonal Sales

End of Year sales are like the halftime grand final footy show of the e-commerce world – a much-awaited event offering a burst of energy, encouraging consumer spending. For businesses, they present an opportunity to clear inventory, boost sales, and increase customer engagement.

Seasonal sales not only help generate significant revenue, but they also drive brand awareness and customer loyalty. They offer an opportunity to showcase the business’s value proposition, attract new customers, and re-engage old ones. Additionally, the data insights collected during the sales period can guide decisions for the following year.

Pros and Cons in the Mass Retail Market


Inventory Management

End of Year sales assist in clearing out inventory to make room for new products for the coming seasons. This process is especially crucial for seasonal products or trend-driven items.

Customer Acquisition

Who doesn’t love a good deal? End-of-year sales act as a magnet to attract new customers who might otherwise have not shopped from your store.

Revenue Boost

End of Year sales can contribute significantly to revenue figures, offering a robust financial boost for online retailers.


Profit Margins

While sales can boost revenue, they may also cut into profit margins, especially if discounts are too generous.

High Demand Management

The sudden surge in demand can put pressure on your supply chain, leading to potential fulfilment and customer service issues.

Customer Perception

There’s a risk that customers may perceive your brand as ‘cheap’ or ‘low quality’ if sales are too frequent or discounts too deep. However, it ultimately depends on various factors such as brand positioning, target audience, and the overall perception of the brand in the market.

6 Best-Practice Strategies for End of Year and Seasonal Sales Events

So, how can you reap the most benefits from these seasonal sales, you ask?

  1. Planning ahead
    Start planning your sales campaign well in advance. Evaluate your inventory, decide on discount levels, and coordinate with your suppliers to ensure you can meet the potential increase in demand.
  2. Leverage email marketing
    Email marketing is a powerful tool for announcing your sale, teasing upcoming deals, and reminding customers of ongoing sales. Personalise your messages to make each customer feel special.
  3. Use social media to build hype
    Utilise your social media platforms to create excitement around your sale. Engage your audience with teasers, countdowns, and sneak peeks of your deals.
  4. Remarketing and retargeting
    If a customer has visited your website or interacted with your brand before, use remarketing strategies to ensure your seasonal sales event is on their radar.
  5. Provide excellent customer service
    High demand periods can strain your customer service capabilities, but this is a time when outstanding service matters most. So, ensure your customer service team is well-prepared and well-staffed.
  6. Analyse and learn
    Post-sale, take the time to analyse the results. What worked? What didn’t? Be sure to also review your pricing calendar and evaluate the effectiveness of your pricing strategies. Analyse the impact of different price points, discounts, and promotions on your sales performance, and revenue. Use these insights to build strategies for the following year, and always consider new consumer behaviours and market trends.

End of Year sales and seasonal sales events can truly be a turning point for your e-commerce business if managed effectively.

If you want help with your seasonal sales strategy, our expert team at Purple Giraffe are standing by and ready to take your retail or e-commerce business to the next level. Chat with us today – we’re here to help!

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Picture of Lynda Schenk

Lynda Schenk

An energetic and strategic marketing professional with over twenty years’ experience in industries ranging from wine, not for profit, transport, logistics and manufacturing. Lynda founded Purple Giraffe Marketing Consultancy in 2014 offering an end to end marketing service that draws on her proven ability to formulate brand strategies and marketing communications plans that build brand equity, growth and profitability.

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